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[:en]BURGER KING VISUAL IDENTITY GUIDELINES v2.1[:]
The BURGER KING brand is a global brand, and today’s global brands find themselves in a world, without borders – ‘they are one brand, in one world, speaking one language.
Our new visual identity system is this language. It has been developed to leverage the most powerful of BURGER KING brand’s equities (flame grilling, real cooking, authenticity, hand-made, freshness, flavor, belonging, humor) in a way that is consistent with the design traditions of the brand, and that presents the BURGER KING® brand’s iconic assets in an exciting, engaging way.
The key to the success of the new BURGER KING visual identity is consistent activation. To this end, these guidelines have been put together. The guidelines explain the meaning and the correct usage of every aspect of our visual identity.
THE BRAND STORY
The BURGER KING® visual identity is rooted in and inspired by the story of the brand. The story of two friends, James McLamore and David Edgerton, fresh from college, challenging the conventions of the quick-serve world with a new, perfected, flame-broiler – and in doing so bringing the taste of freshly prepared, flame-grilled food to the people of America, then to the world. It’s a story that people of every culture recognize, and are drawn to.
It’s a simple but powerful story – passion, fire, real cooking, fresh food, great taste, and a gathering of friends – and a story that has inspired and guided every aspect of the BURGER KING® visual identity, providing us with key design principles, and an underlying conceptual framework.